The Danish pork specialist has created Wicked Pig, a pork snack aimed at 17 to 35-year-olds looking for an alternative to crisps or nuts. The brand has been launched into Tesco this week with further listings to follow in the other major supermarkets throughout the summer.
The brand is available in 42g packs in firecracker chilli, southern fried, sweet and sour, and hog roast variants. The product can be eaten hot (after being heated in its microwave-ready packaging) or cold.
Wicked Pig will be backed by marketing in the form of sponsorship of web TV channel Sty TV, which will provide "uncultural commentary" on a range of subjects from news and sports to cooking and gaming. The channel will act as a platform for undiscovered comedy talent via a competition to find the next big comedy double act.
Sales of at least £10m should be possible in the first year, said Tulip group marketing director Sophie Colquhoun, who added that in-store offers would be launched to drive trial.
"We believe that Wicked Pig will attract new consumers to the category and offer new hot eating occasions for meat snacks in the home and therefore grow the category," she said.
Tulip has targeted the £65m meat snack market, which is in 15% year-on-year growth [Kantar], as being an ideal place to grow its branded portfolio. Currently only 30% of households buy into the category, giving it significant room for further growth, Colquhoun claimed.
She also pointed to the relatively small size of the sector in comparison with the multi-billion pound crisps and confectionery market as evidence of its potential.
The company is best known for the Danepak, Tulip and Spam brands, but it also made a foray into the branded sausage market with the launch of the London Banger in 2008.
Tulip is owned by Danish Crown.